The firm’s staff, led by president Lloyd Trufelman, will maintain its current brand and operations, based at The CHR Group's corporate headquarters in New York and also CHR’s offices in San Francisco. Trufelman cited “the ability to offer our clients such expanded offerings as branding, digital, design, advertising, experiential marketing, research and other offerings” as a motivation for the deal.

With clients such as Microsoft, About.com, Corbis, The Weather Channel, Scripps Networks, AT&T and others since its founding in 1990, Trylon SMR is known as a pioneer in New York’s Silicon Alley start-up scene.

CHR acquired another boutique New York public relations firm, Raker Goldstein & Co., earlier this year, and has been buying companies ranging from digital advertising and e-commerce consulting to packaging design.